Research in Action was established in 1997 and has since been providing quality market research to a wide range of businesses locally and internationally. In delivering our specialist services, we remain true to our motto at all times with professional yet personal service defining our business activities. In a marketplace of proliferating brands and products, corporations are constantly seeking innovative ways to differentiate their products and services in sustainable ways. The organisation's focus is evident in its vision, mission, and values:


We strive to become well established as a marketing research and marketing consultancy who deals with selected, research-literate, sophisticated target markets, delivering unique, renewing ways of doing research with genuine enthusiasm.


Our business is to make a visible, measurable difference to the marketing strategies of clients in the marketing industry, through the delivery of unique, specialised marketing research products and services, on a basis of continuous involvement.


Our values stem from our motto: Get in Touch, Stay in Touch

Engendered in that motto are all the attributes necessary for harmonious interpersonal and business relationships, on which Research in Action is built. Effective relationships begin with mutual trust between our clients and us built on the pillars of honesty and integrity. We believe that adding value for our clients results in effective business relationships, which Research in Action enhances with a pro-active approach.

We commit ourselves to innovative, user-friendly research services and products through a positive, team-based process of continuous learning, keeping abreast of the latest techniques, in an environment of total transparency.

Fields of Expertise

Research in Action, its staff and partners bring to bear numerous years of experience in various fields of marketing research. We use our knowledge and skills to assist our clients to formulate successful strategic decisions.

Fields of expertise include:

  • Consumer behaviour
  • Strategic market positioning
  • Market and Product Segmentation
  • Identification of marketing opportunities
  • Usage of and attitude to Products and Services
  • Advertising research: Research in Action developed the AdAction¬© Advertising research model which was developed in South Africa for the unique South African market.
  • Media: Extensive experience in electronic (including TV) as well as print media (including Magazines, National, Daily and Regional newspapers)
  • New product evaluation
  • Customer satisfaction
  • Business2Business
  • Packaging testing
  • Price sensitivity
  • Staff surveys

Markets Covered

Research in Action has successfully conducted extensive research projects in a multiplicity of vertical market sectors. Its expertise in these fields as well as a broad understanding of the South African demographic position Research in Action to confidently tackle any research project. To date, the organisation has been instrumental in honing the marketing strategies of companies in market sectors like:

  • FMCG
  • Travel
  • Banking
  • Automotive
  • Skin care & cosmetics
  • Pharmaceutical & Health
  • Electronic (incl. IT related)
  • Teenagers & children
  • Agriculture
  • Insurance
  • Property
  • Fashion
  • D-I-Y